There are many different viewpoints on how managers should embrace notions of relationship management in order to achieve a sustainable competitive advantage. Assume you are a manager about to shift your company's strategic perspective towards a more relational approach, you wish to examine some expert opinions on the subject.

Visit www.crm-forum.com then click on 'Customer Service & Experience' then 'Customer Service Video'. Watch the videos titled: (a) Is customer service more important?; (b) What makes good customer service?; (c) What makes poor customer service?; and (d) What makes great customer service?.

Make notes of the videos and share that with other learners in class.

How this helps you to learn
This aims to help learners to understand the market advantage of adopting a more strategic approach to managing customer relationships. This would help learners to appreciate and think about the issues facing organisations trying to build CRM strategies.

For more advanced learning, learners might wish to consider the extent to which trading/commercial relationships as understood by both B2B and B2C firms can be mirrored accurately by NGOs and NFP-based organisations as they try to build relationships with key stakeholders internationally.